Forward-thinking brands support their ECPs with local marketing
Embrosa for optical and eyewear brands
Brands have a prime opportunity to enhance loyalty among eyecare professionals, boost revenue, and effectively convey the value of their brands to end-consumers through impactful online ads. This way, ECPs can attract a new and younger audience and boost their sales.
ECPs are doctors and technicians
medical & technical experts
Eyecare professionals, like optometrists and opticians, must be knowledgeable in both medical care and specialized technical skills.
- They should be able to provide excellent eye exams, offer advice on eyecare, and create custom-made glasses with accurate lenses.
- In addition, they should assist people in choosing stylish frames that suit their personal style and budget.
- In the case of owning a practice or optical shop, they should also excel in sales and marketing.
ECPs are not marketeers
Marketing is not their natural talent
Overall, ECPs need to be a combination of a doctor, technician, stylist, salesperson, and marketer. And we all know that in life, we can't have it all. Although many ECPs genuinely want to improve their marketing game, it's not one of their natural talents.
You have the ability to bring their marketing on par with that of other, more entrepreneurial ECPs and franchise formula's, by offering them marketing support.
Increase sales, loyalty and drive in younger customers
5 reasons to support ECPs
Now why would it be interesting for you to assist your ECPs with their marketing? We see 5 main reasons:
- The optical industry has higher profit margins than other industries. A hyper-local marketing campaign can significantly increase sales for ECPs, delivering a swift and highly favorable return on marketing investment.
- The optical market is quite competitive. Building loyalty with ECPs is crucial to warding off other brands.
- Compelling storytelling and online ads are crucial for communicating your brand's added value to end-consumers, making your brand more desirable than the competition.
- Helping ECPs attract younger customers ensures the long-term viability of their business and brand.
- It's essential to support ECPs with marketing campaigns, especially since most ECPs are not good marketers themselves.
Increase Sales by 18-30%
Great Return on Marketing Investment
Because profit margins in the optical industry are naturally higher than in other industries, even a small increase in sales can substantially boost the revenue for both your brand and the ECP. We have observed an 18-30% increase in B2B and B2B2C sales for ECPs who take part in a hyper-local marketing campaign compared to those who do not participate.
Our collaboration rapidly grew into a significant partnership
The opportunity to assist local retailers in reaching local customers has helped us boost Rodenstock's brand awareness.
Marketing Manager at Rodenstock Belgium
Keep other sales reps and brands at bay
Increase ECP loyalty
The optical market is a competitive market. There are so many great quality eyewear brands, and (contact) lens suppliers. And more pop up every trade show. Having loyal ECPs, prolonging their partnership with you and repeatedly buying new frame collections from you is important to keep other sales reps with competing brands at bay.
Offering marketing support on top of your great products, improves reseller loyalty and turns your resellers in marketing partners.
Help ECPs attract younger customers
Increase online desirability for your brand
Your (independent) ECPs currently appeal to an older (more loyal) demographic in their practices and stores. By helping your ECPs attract younger customers, you also ensure their business's and your brand's long-term viability. You need online marketing to increase the visibility and desirability to buy your brand. You know your ECPs won't be active on Facebook, Instagram, or Google consistently to reach this younger audience. They need your help.
You need in-store sales
Online sales is not an option
While many industries can thrive on online sales, your business benefits from having a physical presence. Local professionals offer medical advice and technical support. While simple single-vision lenses may be purchased online in some countries, more complex eye-test results require expert care.
Driving additional traffic to the ECPs that sell your brand is essential if you are seeking to increase your bottom line. Your ECPs are not trained or inspired to run marketing campaigns consistently.
Brand awareness for our shops has increased drastically
A brand awareness campaign with Embrosa around our children eyewear brand Milo & Me changed the way we cooperate on marketing with our resellers.
Marketeer - Optiplus
Online storytelling is important
Get your brands' added value across
Effectively communicating the added value over competing brands requires good storytelling. Getting your branding and added value across is crucial. Since your ECPs are more technicians than marketers, you cannot rely on them to successfully market your story without your assistance.
- Make it easy for your ECPs: Giving your eye care professionals easy access to your social media posts and reels allows them to share your content more easily on their own channels.
- Take publishing completely of their hands: Publishing online advertisements on behalf of your ECPs to target hyper-local audiences frequently is crucial for reinforcing your brand's added value of your brand in their minds.
Embrosa App with 350+ brands
The only brand portal optimized for social sharing
350 other eyewear brands regularly upload their marketing assets to Embrosa, making it easier for their ECPs to find and share social media content to their own channels. Upload your content too!
Publish on their behalf
Turn purchasing discounts into marketing power
You can also support them more by publishing on their behalf. You can post organically to their Facebook page and Instagram Grid, create organic Reels, advertise on Facebook, Instagram, and Google, and even publish Out-of-Home Display ads. Your opticians remain in control of what gets published. This offers the best of both worlds: your brand content gets shared, and your ECPs gain more visibility to attract new customers.
Turn purchase discount into Marketing Budget
Reward your first-class ECPs
Interested in how other optical brands make it work?
- We typically see frame brands offer marketing support to ECPs when they purchase slightly higher quantities. Smart brand marketers work together with their sales colleagues and turn purchasing discounts into marketing budgets. This way, brands fund this marketing support, benefiting both the brand and the ECP.
- (Contact) lens brands offer marketing support to their best A-level customers or to customers who might be considering selecting you as their preferred supplier. Having marketing support as an added value might convert them from occasional buyers into loyal partners.
Let's see how we can work together
Let's see eye-to-eye
Whether you want to consistently assist your top ECPs with year-round organic and paid online advertising campaigns or prefer occasional help during collection launches or special events, we've got you covered. We can spread the word and run omnichannel ads. Let's chat and explore how we can help your brand increase sales, enhance ECP loyalty, and attract a younger fanbase online.